The competition in concept and communication material nowadays is tough and fierce. Advertising has grown become more creative in many ways in
order to achieving an unique position for a brand in the market. Branded entertainment has offered as a new concept of advertising and made the
benefit for the company. The purpose of this research is to find out what the consumers
perceived about branded entertainment Lux short movie “The Big Day”, the loyalty of the consumers of Lux, and the impact of branded entertainment
toward loyalty. In this research, the author used attitude toward the ad to measure branded entertainment, and in order to determine the consumer loyalty of Lux, the author used two approach, consist of relative attitude approach and patronage behavior approach. This research was held in July 2007. The respondent was the students
of Indonesia Catholic University, Atma Jaya, Jakarta. The author has distributed 100 questionnaires with judgemental sampling technique, which consist of twenty two questions that related to all the indicators stated above.
To find out the impact of branded entertainment toward loyalty, the author used Simple Regression Analysis. The result of this research shows that there is an impact of branded entertainment toward loyalty, the impact of branded entertainment toward
loyalty are 0,273. |